How to Reconnect with Old Customers
Spring is right around the corner! For many industries, sales will increase once again as retailers begin purchasing for summer arrivals and consumers begin spending their tax return checks. Customers who have purchased from your store in the past are the most valuable customers because they have already established a connection with you. Now is the time to put the effort out to reconnect with them and remind them you still value their business. Reconnecting with old customers is not always easy but it will ensure you have a steady flow of loyal customers who will help you keep sales steady. Here are some useful tips for reconnecting with old customers online:
1. Offer a “Win Back” Promotion
Let’s be honest, everyone loves a free gift or enticing discounted price. The most effective way to reach out to old customers is through segmented email campaigns with a “win back” strategy. We recommend using this tactic sparingly. Although extremely effective you want to ensure you’re truly gaining back the customer’s business and that they are not just coming back for the freebies.
Case Study: Macy’s Happy Birthday Campaign
Macy’s effectively used a birthday campaign to win back customers throughout the year. There is nothing better than the warm fuzzy feeling you get when someone wishes you a happy birthday. It’s even better when it’s someone you didn’t expect to remember. This brings the company back to the customer’s top-of-mind and will more likely than not win them back for more future purchases. Macy’s is experiencing a higher ROI with their “Happy Birthday” email that includes the special birthday gift of “free shipping”. With Macy’s huge database and every one of their contacts having a birthday this is a great bonus cash campaign little effort for marketers. All it takes is to build and create the email and let the automation run the campaign, bringing back in a trickle but constant flow of birthday revenue.
2. Call Previous Clients
Although this can be tedious and time consuming the feedback is priceless. Reach out the customer via email and ask if a phone call can be scheduled. You will likely be able to hear the customer’s non-biased opinion on your company’s policies and products. This can be very beneficial to understand why a previous customer was unhappy with your company in the first place. We think this is great for small to medium sized businesses that don’t have as many cancellations and can handle making all these calls and emails a priority.
3. Create Content Geared Toward Past Customers
Just as fresh content can help act as an incentive for new potential clients, online content can help keep your existing customer base engaged in your brand and products. Creating a biweekly or monthly newsletter will reward customers for buying through you. Keep the content
4. Reach Out With Social Media
Just because you haven’t had a customer purchase from you in a while doesn’t mean that they also unfollowed you on social media. Use social media as a way to recapture their attention and make a fresh opportunity. Offer deals to previous customers and target a few Facebook posts to these people. Some popular promotions include “Customer Appreciation” coupons and “Like to Win” giveaways.
5. Survey for Feedback
This is a crucial element to finding out what the real reason they left you is. Many businesses overlook surveys power and importance. If you don’t try to try to find out why someone left your business you will fall failure to your own mistakes. Create a survey at the end of an order cancellation or subscription cancellation and leave an area for comments. This will help give your company insight on where to improve rather it is customer service or products.
6. Create a Standardized Method
After getting back insightful feedback, work with your customer service team to establish a standardized method for staying connected with your past customers. This process should be a standard practice going forward which will make the number of reconnections you have to make much less. Create a process that is simple to follow yet highly effective. It can be as basic as a monthly email blast or social media coupon code. Regularly investing time in maintaining your connections is the best way to keep the relationship alive.
As the tried and true saying goes “It takes years to win a customer and only seconds to lose one.” You should never be afraid to offer an apology. Thank them for their business and make them feel valued. Keeping your customers happy will mean you will have fewer customers you need to try to gain back in the future.